Word: ad
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Dates: during 1960-1969
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Died. Stanley Burnet Resor, 83, titan of U.S. advertising who made J. Walter Thompson Co. into the world's biggest ($370 million annual billings) and most sedate ad agency as its president from 1916 to 1955 and board chairman from 1955 to 1961; of bleeding peptic ulcer; in Manhattan. An aloof man of utmost rectitude, Resor opened Thompson's Cincinnati office in 1980s and eight years later bought the firm from its namesake; shunning the flashy sell, his agency turned out solid, convincing ads for such blue-chip clients as Ford and Eastman Kodak, thrived on scientific surveys...
More than a Program. For all its popularity, Playbill is faced with occupational hazards that no other periodical has to cope with. Although it grosses $1,500,000 annually in ad revenues, its net profit is chronically so low (about $40,000 after taxes this year) that it can afford only a one-man editorial staff: Editor Charles L. Mee Jr., 24, Guest contributors - Producer David Merrick, Playwright Emlyn Williams, Gossip Columnist Leonard Lyons -are paid nothing at all, or honorariums so embarrassingly low that Playbill chooses to keep the amounts a secret...
Nebraska is fairly prosperous, and other issues come down to a conflict of personal political image. Morrison recently looked up at a big Seaton billboard and quipped: "Looks like a Hart Schaffner & Marx ad to me." Seaton, a publisher of ten newspapers, is indeed a well-dressed, well-pressed businessman, who cannot quite bring himself to match Morrison's sloppy suits and exposed suspenders. He has, however, taken to sports shirts in the cattle country...
...decided to move into toy burp guns. Anxious to give the new product a big advertising sendoff, the Handlers nervously agreed to sponsor Walt Disney's Mickey Mouse Club show for a year, at a cost of $500,000. Recalls Ralph Carson of Los Angeles' Carson-Roberts ad agency, which handles the Mattel account: "We were on the air six times and nothing happened. Then the Mattel people came back from a long weekend and they couldn't open the door. The place was filled with orders and reorders. That was when we realized the pipeline...
Mattel's Mickey Mouse Club advertising, which plugged the Mattel name as hard as the burp gun, has revolutionized the $2-billion-a-year U.S. toy industry. Previously, toy companies spent most of their ad budget in the Christmas season and concentrated on selling individual items. Today, top companies advertise year-round on TV, and accent the brand name. Mattel, with a 1962 advertising budget of $5,700,000, still plugs harder than anybody else...